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Glossary

Google Business Profile store code

By Sergey Sulimko, Founder2 min read

A Google Business Profile store code is a unique, account-level label for one location that Google uses to match bulk-upload spreadsheet changes to the correct Business Profile.1

Google lets the account owner choose the value, such as ACME-ATL-01 or 18427, as long as each location has a different code and the value stays attached to that location. Google's spreadsheet guide calls the same field Business code. It requires one for each business row, allows at most 64 characters, and disallows leading or trailing spaces, angle brackets, and a URL.12

For example, a three-location account could use ACME-ATL-01, ACME-ATL-02, and ACME-ATL-03. When updating those existing locations, keep the same codes in the latest downloaded spreadsheet. Google says a spreadsheet cannot change an existing store code; adding or changing one for an existing location can create a duplicate. A code can be supplied when a spreadsheet adds a new location. If the business moves, Google's spreadsheet guidance says to replace the old code with a new one.32

Value What it identifies What it is not
Store code or Business code The account-side label used for spreadsheet matching and the owner's records A public Maps identifier or a customer-facing profile field12
locations/{locationId} The Google Business Profile API Location resource name A store code; Google's API lists storeCode as a separate field4
Place ID A place reference in Google's Places database and on Google Maps A Business Profile store code; Place IDs can become obsolete and should be refreshed under Google's guidance5
Review link or QR code A route customers use to leave a review A location identifier or management credential6

Google documents the store code for bulk-upload matching and the account owner's records, not as a public business-name field, review-request link, or local-ranking factor.1467 The longer local SEO explanation for multi-location businesses and franchises covers the surrounding workflow; Place ID and business group explain the neighboring concepts.

Sources

  1. Google Business Profile Help, “Add & manage Business Profile store codes for bulk uploads”: https://support.google.com/business/answer/4542487?hl=en (read 2026-10-10)

  2. Google Business Profile Help, “Create a bulk upload spreadsheet for Business Profiles”: https://support.google.com/business/answer/3370250?hl=en (read 2026-10-10)

  3. Google Business Profile Help, “Import and update Business Profiles in bulk”: https://support.google.com/business/answer/4542428?hl=en (read 2026-10-10)

  4. Google for Developers, “REST Resource: accounts.locations | Google Business Profile APIs”: https://developers.google.com/my-business/reference/businessinformation/rest/v1/accounts.locations (read 2026-10-10; page last updated 2024-10-16 UTC)

  5. Google for Developers, “Place IDs”: https://developers.google.com/maps/documentation/places/web-service/place-id (read 2026-10-10; page last updated 2026-10-07 UTC)

  6. Google Business Profile Help, “Create a Google link or QR code to request reviews”: https://support.google.com/business/answer/16816815?hl=en (read 2026-10-10)

  7. Google Business Profile Help, “Tips to improve your local ranking on Google”: https://support.google.com/business/answer/7091?hl=en (read 2026-10-10)

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